New luxury lingerie brand Phaein has committed to championing and empowering women of all shapes and sizes and promoting healthy body images through its campaigns. The female-founded brand was created in 2018 by Gesche Stevens, who felt that existing brands weren’t designing bras for women with small band sizes and D+ cups. With much of the D+ market dominated brands designing for plus sizes, proportions didn’t often work for women with smaller frames, and Stevens was compelled to rethink traditional bra grading when she launched Phaein, creating a new sizing system to help customers find pieces that fit them perfectly.
In a move to tackle the problems she and other women were facing with sizing when it came to bra shopping, Stevens developed a unique sizing system based on volume rather than ratio, presenting varying band sizes with cup volume remaining the same, providing an alternative to confusing traditional sizing models, where volume and band size both change. Via Phaein’s sizing model, all cup volumes share the same number, with traditional sizes 32D, 34C and 36B classed simply as ‘cup size 5’, making it much easier for customers to find their perfect fit.
Phaein’s range comprises simple, modern and fun bras and bottoms that fit well, with the aim of empowering women to understand what will work for their body shape rather than offering a one-size-fits-all model, with pieces carefully designed using supportive and breathable materials, to ensure a comfortable ‘second skin’ feel.
Produced in the UK with fabrics sourced from the EU in order to guarantee no slave labour, have more control over product quality and take advantage of stringent environmental guidelines and shorter transport, Phaein is a champion of the slow fashion movement and is committed to ethical and sustainable manufacturing. The brand produces small collections twice a year, which are carefully planned to minimise fabric wastage, and all packaging, stationery and marketing material is made from recycled stock or eco-friendly materials that are easily recyclable.
